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Hazelden PR campaign wins national awards

April 5, 2011
by News release
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Center City, Minn. — Hazelden’s “Four Generations Overcoming Addiction” campaign—a public relations program designed to ignite conversations about the danger of addiction and the value of treatment among Millennials, Generation X’ers, Baby Boomers and the Greatest Generation—has won two national Bulldog Awards for Excellence in Media and Public Relations.

Hazelden, a national non-profit focused on addiction treatment, recovery and the publication of evidence-based addiction prevention and treatment curricula, along with its public relations agency Maccabee Group, earned a Gold Award honoring their “Four Generations” campaign as the Best Health, Medicine and Fitness campaign of the Year, along with a Silver Award honoring it as one of the best campaigns in the Not-For-Profit/ Association/Government category.

The “Four Generations” campaign launched with a survey revealing that nearly half of parents admitted to using alcohol or other drugs to get drunk or high when they were teenagers, and one in four teens said they had seen their parents high or drunk – yet more than 90 percent of teens viewed their parents as role models on issues of alcohol and other drugs. Featured on ABC TV’s “Good Morning America,” the campaign unveiled a website with videos of actor Christopher Kennedy Lawford and Hazelden CEO Mark Mishek discussing the power of treatment, and free generational conversation guides to help families talk about their experiences with drugs, addiction and recovery.


Winners of the 2011 Bulldog Awards for Excellence in Media and Public Relations Campaigns were chosen from hundreds and hundreds of entries representing the very best strategic and tactical prowess that PR and corporate communications has to offer. Campaigns were judged by dozens of working journalists, who assessed them on the basis of their ability to achieve extraordinary visibility and influence opinion, as well as on their creativity, command of media and technology, and tenacity.




For more on Hazelden’s “Four Generations Overcoming Addiction” campaign, visit:

www.fourgenerations.org.

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